(Source: https://pltfrm.com.cn)
Introduction
In China’s saturated e-commerce market, gaining the attention—and trust—of first-time shoppers is both an art and a science. While aggressive discounting may attract quick conversions, it can also erode your brand’s perceived value. For overseas brands entering the Chinese market, the challenge lies in offering attractive incentives that are both affordable and sustainable. This article reveals strategic discounting models that balance cost-efficiency with long-term brand impact.
1. Dynamic Discounting Based on Purchase Funnel Stage
1.1 Abandoned Cart Recovery Offers
Instead of a blanket first-time discount, apply targeted offers only when users abandon carts. CRM tools like Youzan and Alibaba Cloud CRM can trigger tailored pop-ups or messages offering a ￥15 discount to re-engage undecided buyers.
1.2 Exit-Intent Coupons
Embed scripts on web stores and mini-programs that detect when users are about to exit. A one-time coupon like “￥20 off your first purchase today” can turn hesitation into conversion.
2. Tiered Discounts for Higher Engagement
2.1 Progressive Discount Ladder
Rather than offering the same discount to all first-time users, create tiers. For example: spend ￥199, save ￥30; spend ￥299, save ￥50. This motivates users to increase basket size while staying within controlled margins.
2.2 Time-Limited Progressive Offers
Structure promotions so that the discount increases the longer the user browses. A growing incentive model keeps shoppers engaged longer and nudges them toward checkout.
3. Gamified Entry Offers for Engagement and Loyalty
3.1 WeChat Mini-Game Rewards
Gamification—such as scratch cards, prize wheels, or quiz-based coupons—makes onboarding fun and drives initial purchases. These experiences can be hosted within WeChat mini-programs for seamless integration.
3.2 Red Packet Sharing Incentives
Tap into social habits by rewarding first-time buyers with shareable 红包 (red packets). When friends redeem these, both parties receive small-value coupons, turning one-time users into brand advocates.
4. Affordable Gifting to Add Perceived Value
4.1 Surprise Samples with First Purchase
Offering a small surprise gift (e.g., a travel-size product or exclusive sticker) helps build emotional connection. The cost is minimal, but the perceived value is high—particularly in personal care or lifestyle categories.
4.2 Seasonal Gift-Themed Packaging
During Chinese holidays or shopping festivals, include limited-edition packaging or handwritten notes. These thoughtful touches are often more memorable than discounts alone.
5. Case Study: Australian Snack Brand’s Entry via Pinduoduo
An Australian natural snack company entered China via Pinduoduo, targeting price-conscious younger consumers. Rather than deep discounts, they implemented a ￥1 flash voucher for first orders and bundled a free sample of a different flavor. To reduce ad spend, they worked with micro-influencers who shared voucher codes with their fan bases. Over the first 60 days, the brand achieved a 30% first-time conversion rate and 38% return purchase rate—proving that strategic, affordable incentives can build both sales and loyalty.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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